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In a New Record, More than 10 Billion Video Ads Served in May

June 21, 2012
By Adam Sewall

Another month, another video ranking report from comScore.

Typically these show an uptick in online viewers and number of videos watched, but this time around, comScore reported an ever-so-slight decrease in both. In May, 180.7 million viewers -- a small decline from 180.8 million in April -- watched 36.6 billion videos, compared with 36.8 billion the month prior. In contrast, we saw an uptick in May 2011 from April, suggesting this isn’t a seasonal effect.
 
Before naysayers decry alarmist statements about the end of online video, here's the real story: The number of video ads surpassed the 10 billion mark for the first time in May, reaching 10.1 billion, up from 9.5 billion in April. Hulu served up the most ads at 1.7 billion, followed by Google Sites at 1.4 billion and the ad network BrightRoll at 1.1 billion. ComScore offered no breakdown on the placement of ads, but according to the FreeWheel Video Monetization Report, over the last nine quarters, completion rates for mid-roll ads have exceeded 85 percent, much more effective than pre-rolls, which languish at 60 to 75 percent.
 
While the number of viewers and videos watched saw minor dents, the number of minutes spent viewing online videos increased to 1,315.3 minutes, up from 1,307, according to comScore, speaking to the shift toward long-form content. 
Posted in Online Video News
Tags online video, online video ads, comscore
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